The launch of the endMS campaign rallied Canada’s MS community in a united front to end this disease once and for all. Two long-time partners of the MS Society led the way in making sure the endMS message was heard loud and clear.
Quebec-based, Astral Media donated ad space worth $3 million to support the endMS launch while Winnipeg-based CanWest Global donated a further $1 million worth of ads. The total $4 million advertising campaign propelled the MS Society into the national spotlight like no other time in its 60-year history.
In addition to the donated ad space, the endMS campaign made headlines across the country. MS researchers, MS Society spokespersons and our own volunteers appeared on television, were interviewed on the radio and quoted in news stories from coast-to-coast.
Major media outlets such as CBC Newsworld, CTV, CBC Radio, CityTV, Marketing Magazine, Global TV as well as websites, regional newspapers and radio stations covered the MS Society’s launch of a new era.
The quality of the ads and the extent of the media outreach have drawn praise from around the world including glowing reviews from the US-based, National MS Society and the UK-based MS International Federation. The MS Society of Canada’s profile in Canada and internationally has never been higher and we are grateful to all donors and volunteers for making the endMS campaign possible.
Next story